Send the link below via email or IMCopy
Present to your audienceStart remote presentation
- Invited audience members will follow you as you navigate and present
- People invited to a presentation do not need a Prezi account
- This link expires 10 minutes after you close the presentation
- A maximum of 30 users can follow your presentation
- Learn more about this feature in our knowledge base article
Do you really want to delete this prezi?
Neither you, nor the coeditors you shared it with will be able to recover it again.
Make your likes visible on Facebook?
Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.
Smart ForTwo: Marketing Strategy
Transcript of Smart ForTwo: Marketing Strategy
Ryan Schultz Stacy Seagraves Jonah Sloven Our Purpose Controlling Ideas Market Research
Segmentation & Target Markets
Promotional Plan Heightened demand for fuel efficiency
Purchase new cars less frequently
Decline in amount of miles put on a car annually
(franchise direct, 2011) Industry Trends Competition Social: Capitalizing on the growing green trend
Economic: The economic downturn and rise in the cost of oil spark a need for affordability and fuel efficiency
(US Energy, 2011)
Regulatory: Continuing the environmental movement. By 2016, new vehicles sold in the US will be required to average 34.1 miles per gallon. Corporate Average Fuel Economy
(Abuelsamid, 2010) The Environment Market Research ` Size: Toyota Yaris (150.6”) compares closest to Smart ForTwo (106.1”)
Fuel Efficiency: Hybrid Toyota Prius (8-18 more miles per gallon than ForTwo) Target Markets
Segmentation Need for to drive to and from work everyday
Easy to maneuver
Affordabilty Target Market: Segmentation: Demographic
Individuals between 36-45 years old
Major cities and coastal regions Urban Commuters Environmentalists Target Market Desire for an eco-friendly car
Eco-friendly technology vs price P Segmentation Demographic
Young adults (18-25)
Major cities and coastal regions The Marketing Mix Product, Price, Placement Promotional Plan In Summary: Thank you! Questions? This marketing plan willl be successful for the Smart Car Company. Product Types of Smart Cars:
New models: 5-seaters and electric cars
Safety and New Features Range from $11,990 to $16,990
Appeals to both Urban commuters and environmentalists
Different Products and Amenities provide options
Competitive pricing→ below fuel efficient competitors Price Place “Smart Centers”
Altering the Smart Car's image in America will also help it succeed
In the past year, Smart car sales dropped about sixty percent, and the sales for U.S. cars and trucks rose about eleven percent
(Smart Cars to be Sold at Mercedes Dealers, 2011). For Both Markets: Fuel Efficiency Environmentalists Direct Marketing
Social and Mobile Media
Affordable Green Technology Urban Commuters Advertising
Radio and Billboards
Price Savings Early Stages of Product Life Cycle
Focus on raising awareness of competetive advantage Sales Promotion Promotional Mix Inform Consumers about Benefits
Persuade them to try it
Remind them of Benefits Integrated Marketing Communication Delivering a consistent message
Strengthening Smart's position as the leader in mid-size gas powered vehicles Environmental Movement Design Market Critical Issue:
Environmental movement (O) + high fuel efficiency (S) = Leverage point.
By the 2012-2013 model year, increase unit sales 20%
Integrating original vision of maneuverabilityto its current fit in the sustainable movement. Critical Issue:
Distinctive shape and design (S) + increasing brand awareness to drive brand equity (O) = leverage point.
By the end of 2012, increase awareness of innovative technological features by 20%
Integrated marketing communication. Critical Issue:
Value of maneuverability and small size (S) + repositioning Smart ForTwo in American markets (O) = leverage point.
By the end of 2012, increase market share amongst the sub-compact market by 5%
dTarget marketing specifically to uburban commuters. Given the Smart ForTwo’s many strengths and position on the product life cycle,
Smart can, and will, successfully increase awareness, sales, and market share
through integrated, intentional, and focused marketing communications and promotion. Marketing Objectives